What Southern Smoke does

Southern Smoke Foundation is a 501(c)(3) nonprofit founded in 2015 by Chef Chris Shepherd, headquartered in Houston, Texas. The organization operates two core programs for individuals employed in the U.S. food and beverage industry. The Emergency Relief Fund, launched in 2017 after Hurricane Harvey redirected the foundation's mission, distributes direct financial grants to F+B workers facing health crises, natural disasters, housing instability, medical expenses, and other unforeseen hardships; eligibility requires current F+B employment at a minimum of 30 hours per week for at least six months, with grants sized to financial need and household income. The Behind You program, launched in August 2020, provides up to 20 no-cost supervised counseling sessions per eligible worker through graduate-student clinicians at partner universities across 12 states and Washington D.C.

Operationally, the foundation runs an event-driven fundraising platform anchored by the annual Southern Smoke Festival in Houston (with General Admission at $225, Lexus VIP at $550, and a $5,000 Talent Supporter tier) and supplemented by Farmstead Live Fire in Napa Valley, Southern Smoke Decanted (a wine event that has raised $1.6 million), and the Behind You Classic golf tournament. Flagship corporate sponsors include Sysco (presenting partner), Lexus, Resy/American Express (which contributed $1.5 million from a Resy reservations campaign), YETI, Tito's Handmade Vodka, Stella Artois, Athletic Brewing, and Food & Wine as media partner. The foundation reports cumulative distributions of $16,515,380+ to F+B workers in crisis since 2017 and 11,976+ free counseling sessions since 2020, holds a Charity Navigator 4-star rating (EIN 81-2423050), and reaches all 50 states plus D.C. and Puerto Rico for relief, with mental health services in 12 states plus D.C.

Commercial-grade distribution and revenue capture include direct online donations (with 75 cents of every dollar directed to relief programs), merchandise sales through shop.southernsmoke.org, the Southern Smoke Bottle Club subscription, affiliate revenue-share partnerships with brands such as Chubo Knives, MISE Footwear, Thaan Charcoal, Altima Caviar, La Boête, and Messermeister, and point-of-sale round-up integrations through Toast and Square. Governance rests with a Board of Directors led by President Dr. Kevin Gee, Vice President June Rodil, Secretary LeighAnn Bakunas, and Treasurer Benjamin Fink, with executive leadership from Executive Director Lindsey Brown, Chief Mission Officer Catarina Bill, CFO Cris Augustin, and Director of Development and Marketing Caroline Nabors.

Name

Southern Smoke

Legal name

Southern Smoke Foundation

Website

https://southernsmoke.org

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Southern Smoke Foundation is a 501(c)(3) nonprofit that provides emergency financial grants and no-cost mental health counseling to U.S. food and beverage workers facing crises, operating nationwide across all 50 states plus D.C. and Puerto Rico.

Ownership category

akta.pro rank

Product category

Nonprofit Social Services

NAICS

Emergency and Other Relief Services (62423), Voluntary Health Organizations (813212), Civic and Social Organizations (8134)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Community Health, Prevention & Health Education (BPAGACAC)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGACAD), Community Health & Prevention Program Funding (HLAJALAF)

Keywords

• Emergency relief grants
• Mental health counseling
• Food beverage workers
• Nonprofit fundraising events
• Disaster financial assistance

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others, Technology or R&D, Infrastructure

Revenue model

1. Donations and Grants: The foundation's primary revenue comes from individual and corporate donations. Per the donation page, 75 cents of every dollar donated goes directly to emergency relief programs for food and beverage workers.
2. Festival and Event Ticket Sales: The Southern Smoke Festival is the foundation's largest fundraiser, with General Admission tickets at $225, Lexus VIP at $550, and Talent Supporter packages at $5,000. Additional events include Farmstead Live Fire and Southern Smoke Decanted.
3. Merchandise and Partner Product Sales: The foundation sells Southern Smoke branded merchandise and partners with external brands (Chubo Knives, MISE Footwear, Thaan Charcoal, Altima Caviar, La Boîte, Messermeister) who donate a percentage of sales to SSF. Also includes the Southern Smoke Bottle Club subscription.
4. Corporate Sponsorships: The foundation receives sponsorship support from corporate partners including presenting partner Sysco, Lexus, Resy/American Express, Four Seasons Hotel Houston, YETI, Tito's Handmade Vodka, Stella Artois, and others at various tier levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Southern Smoke Foundation is a 501(c)(3) nonprofit that delivers two core charitable programs to food and beverage industry workers in the United States: the Emergency Relief Fund, which provides direct cash grants to eligible F+B workers (minimum 30 hours/week, six months tenure) experiencing unforeseen crises such as medical emergencies, natural disasters, housing instability, or domestic violence, and the Behind You mental health program, which provides up to 20 no-cost supervised counseling sessions through university clinical partners in 12 states and Washington D.C. The foundation funds these programs primarily through individual and corporate donations, corporate sponsorships, and a portfolio of annual fundraising events (Southern Smoke Festival in Houston, Farmstead Live Fire in Napa, Southern Smoke Decanted, Behind You Classic golf), supplemented by branded merchandise sales and a Bottle Club subscription.

Product overview

Southern Smoke Foundation operates as a 501(c)(3) nonprofit organization offering two core programs: the Emergency Relief Fund (grants for F+B workers in crisis) and the Behind You mental health program (no-cost counseling through university partnerships). The organization runs multiple annual fundraising events including the Southern Smoke Festival in Houston, Farmstead Live Fire in Napa Valley, and Southern Smoke Decanted. Additional offerings include the Bottle Club subscription service, merchandise shop, and donation platform. The product portfolio functions as a charitable services platform rather than a traditional software product.

Differentiator

Problem solved

Functional benefit

Brands

• Emergency Relief Fund: The Emergency Relief Fund provides direct financial grants to food and beverage workers facing health crises, natural disasters, winter storm damage, and other unforeseen events.
• Behind You

Products and services

• Emergency Relief Fund Grant program providing direct financial assistance to food and beverage workers facing crises including health emergencies, natural disasters, work closures, housing crises, and other unforeseen events. Eligible applicants must be currently employed in the F+B industry working a minimum of 30 hours per week for at least six months and must apply within six months of the qualifying crisis. Funds cover living expenses, medical care and medications, disaster damage, childcare, and transportation.
• Behind You Mental Health Program No-cost mental health counseling program offering up to 20 free supervised counseling sessions (approximately six months) provided by graduate student clinicians under licensed clinical supervisors at university partners. Available in California, Florida, Illinois, Louisiana, Maine, Massachusetts, Michigan, New York, South Carolina, Tennessee, Texas, Virginia, and Washington D.C., with telehealth options.
• Southern Smoke Festival Annual culinary festival in Houston bringing together nearly 100 celebrated chefs, beverage professionals, and hospitality visionaries for an afternoon of food, drinks, live music, culinary demos, and immersive experiences. 2026 edition scheduled for Saturday, October 3, with GA tickets at $225, Lexus VIP at $550 (sold out), and Talent Supporter packages at $5,000.
• Farmstead Live Fire x Southern Smoke Foundation Live fire event held at Farmstead restaurant in Napa Valley featuring California's chefs and top-tier wineries to raise funds for F+B worker relief.
• Southern Smoke Decanted Wine-focused fundraising event bringing together vintners, chefs, and supporters for walk-around tastings and a live auction to raise funds for F+B worker relief and mental health programs.
• Behind You Classic Golf tournament fundraising event supporting the Behind You mental health program and its expansion into new states.
• Southern Smoke Bottle Club Exclusive subscription club offering limited-edition bourbon, agave spirit, and wine collaborations, plus vintage selections and special bottles curated by Chris Shepherd and the Southern Smoke team, distributed through the foundation's giving page.
• Southern Smoke Shop Online store featuring Southern Smoke branded merchandise and partner products including apparel, accessories, and partner brands' products (Chubo Knives, MISE Footwear, Thaan Charcoal, Altima Caviar, La Boîte spice sets, Messermeister knives, On Service book).
• Donate Online donation platform accepting individual contributions and corporate donations. Provides tax-deductible giving with 75 cents of every dollar going directly to emergency relief programs, and supports ACH, stock transfers, checks, and employer matching gift programs.

Quantifiable outcome

• $16,515,380 distributed directly to food and beverage workers in crisis since 2017
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

27 partnerships are on record, tiered flagship, core and minor.

• SyscoflagshipGTM or Marketing PartnerSysco is the Presenting Partner of the Southern Smoke Festival. As the largest food service distributor, Sysco's support enables the foundation to host its largest annual fundraising event, provides funding for general operations, and has supported emergency relief efforts during natural disasters. The partnership ensures the F+B industry has resources to recover, rebuild, and continue their work.
• LexusflagshipGTM or Marketing PartnerLexus is the Official VIP and Vehicle Partner of the Southern Smoke Festival. Founder and Chef Chris Shepherd is a Lexus Certified Chef and has participated in Lexus culinary events. Lexus sponsors the VIP area at the festival and supports F+B workers nationwide. Lexus also sponsored the inaugural 2024 Southern Smoke Wine Auction.
• Resy and American ExpressflagshipGTM or Marketing PartnerResy and American Express are the Official Credit Card, Payment Platform & Reservation Booking Platform Partner. American Express and Resy first supported SSF in December 2021 via the Resy Cookie Box and again in March 2022 with the 'Let's Grab a Table' campaign, donating $1.5 million when U.S. users booked 1 million Resy table reservations. Resy continues to support the organization through the annual Resy Cookie Box.
• Four Seasons Hotel HoustoncoreGTM or Marketing PartnerFour Seasons Hotel Houston is the Official Hotel Partner of Southern Smoke Festival 2026. Located in the heart of the city, room rates for festival guests begin at $345/night.
• YETIcoreGTM or Marketing PartnerYETI is the Official Culinary Stage Partner. YETI has supported the 'Take Care of Our Own' philosophy for years. In 2020, YETI designated Southern Smoke as the beneficiary of its annual movie tour. YETI was the Title Sponsor of the 2022 and 2023 Southern Smoke Festivals and hosts the YETI Culinary Stage at the 2024 festival.
• Tito's Handmade VodkacoreGTM or Marketing PartnerTito's Handmade Vodka is the Official Vodka Partner and a long-time supporter. During the COVID-19 pandemic, Tito's was among the first to help SSF support impacted F+B workers. Their charitable program 'Love, Tito's' supports the Behind You mental health program.
• Stella ArtoiscoreGTM or Marketing PartnerStella Artois is the Official Beer Partner of the Southern Smoke Festival.
• Athletic Brewing Co.coreGTM or Marketing PartnerAthletic Brewing Co. is the Official Non-Alcoholic Beer Partner of the Southern Smoke Festival. They are also a national partner supporting the Behind You mental health program.
• nütrlcoreGTM or Marketing Partnernütrl is the Official Canned Cocktail Partner of the Southern Smoke Festival.
• SkaddencoreGTM or Marketing PartnerSkadden is the Official Supporter of the Food & Wine Best New Chefs at the Southern Smoke Festival.
• Food & WinecoreGTM or Marketing PartnerFood & Wine is the Official Media Partner. SSF has a meaningful relationship with Food & Wine, with both committed to supporting the culinary community. SSF is a beneficiary of the Aspen Food & Wine Festival, and Food & Wine features the Food & Wine Best New Chefs at the Southern Smoke Festival. Food & Wine provides ongoing editorial support across its platforms.
• Acqua Panna and S. PellegrinocoreGTM or Marketing PartnerAcqua Panna and S. Pellegrino are the Official Water Partner of the Southern Smoke Festival.
• TilitminorGTM or Marketing PartnerTilit is the Official Apron Partner of the Southern Smoke Festival.
• Blue PlateminorGTM or Marketing PartnerBlue Plate is the Official Mayonnaise Partner of the Southern Smoke Festival.
• Luzianne TeaminorGTM or Marketing PartnerLuzianne Tea is the Official Iced Tea Partner of the Southern Smoke Festival.
• FTR Hospitality GroupminorGTM or Marketing PartnerFTR Hospitality Group is the Official Production Partner of the Southern Smoke Festival.
• University Partners (Behind You Mental Health Program)flagshipStrategic or Co-development PartnerUniversity partners provide mental health counseling through the Behind You program. SSF provides grants to universities offering psychology, social work, clinical mental health, or counseling programs. Trained graduate student clinicians provide up to 20 free supervised counseling sessions to eligible F+B workers. Current partners include: California Lutheran University (CA), Florida Institute of Technology (FL), Northern Illinois University (IL), Louisiana State University (LA), University of Maine (ME), Boston University (MA), Michigan School of Psychology (MI), Yeshiva University + NYU + Roberts Wesleyan University (NY), University of South Carolina (SC), East Tennessee State University (TN), University of Houston (TX), George Washington University (VA/DC).
• Chubo KnivesminorGTM or Marketing PartnerChubo Knives offers a 15% discount with code 2026SSF, and donates 10% of sales to SSF.
• MISE FootwearminorGTM or Marketing PartnerMISE Footwear donates 1% of every sale to SSF.
• Thaan CharcoalminorGTM or Marketing PartnerThaan Charcoal donates 1% of total sales to SSF.
• Altima CaviarminorGTM or Marketing PartnerAltima Caviar offers a 15% discount with code SSF15, and donates 15% of sales to SSF.
• La BoîteminorGTM or Marketing PartnerLa Boîte Southern Smoke Spice Set benefits SSF with 24% of all product sales donated to SSF.
• MessermeisterminorGTM or Marketing PartnerMessermeister offers a 20% discount on the Claudette Zepeda Chef's Knife 7", with 20% donated to SSF.
• H-E-BcoreGTM or Marketing PartnerH-E-B is a state government partner supporting the Behind You mental health program in Texas.
• Foxglove CommunicationscoreGTM or Marketing PartnerFoxglove Communications provides ongoing public relations support for Southern Smoke, sharing resources for mission, event support, and outreach.
• Festival Partners (Multiple)minorGTM or Marketing PartnerAdditional festival partners include: Foxglove Communications, Sysco Nourishing Neighbors, Alaska Seafood, Pappas Bros. Steakhouse, Central Market, Favor, H-E-B, Elijah Craig, The Palm Beaches, Houston Hospitality Alliance, New Orleans & Company, Aperol, IMA, Lalo Tequila, Fords Gin, Old Forester, Diplomatico Rum, Louie Louie, French Truck Coffee, Haxel Landscaping, Thaan Charcoal, Culinary Agents, Underberg, Chubo, Banville Wine Merchants, Fat Ice, Palm Bay International, Saint Arnold Brewing Company, The Sorting Table, WX Brands, Michter's, Cut Above, High Wire Distilling, Karbach Brewing, Graza.
• In-Kind Supporters (Multiple)minorGTM or Marketing PartnerIn-kind supporters include: LD Systems, Swift + Company, Discovery Green, Houston First, Phoenicia Specialty Foods, Oyster Bros, Matagorda Pearls, Verterra, Duchman Family Winery, LMNT, Aztec Events & Tents, C&T Design and Equipment, Altima Caviar, Sunbelt Rentals, Creekstone Farms, Ewald Kubota, North Country Smokehouse.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ben's Friends: Peer-support organization for food and beverage professionals focused on addiction, mental health, and recovery. Comparable beneficiary population and mental-health-for-hospitality focus to Southern Smoke's Behind You program.
• Giving Kitchen: Atlanta-based 501(c)(3) that provides emergency financial assistance and a network of support resources to food service workers in crisis. Most direct peer to Southern Smoke's Emergency Relief Fund in mission, beneficiary population, and nonprofit structure.
• The LEE Initiative: Chef-driven nonprofit supporting the restaurant industry through mental health, addiction recovery, and equity programs. Closely comparable in mental-health-for-F+B-workers scope, complementing Southern Smoke's Behind You program.
• CORE: Children of Restaurant Employees: National nonprofit granting emergency funds to food and beverage service employees with children. Comparable beneficiary definition (F+B workers) and similar emergency relief disbursement model to Southern Smoke's Emergency Relief Fund.
• Restaurant Workers Community Foundation: National nonprofit focused on restaurant worker advocacy, relief, and education. Operates a crisis relief fund and mental health programming that directly overlaps with Southern Smoke's dual emergency relief and Behind You mental health model.

Broad incumbents

• World Central Kitchen: Large, established nonprofit providing emergency food relief and community resilience programs after natural disasters. Adjacent in crisis-relief mission and F+B industry adjacency but broader in scope (food security) rather than focused on F+B workers specifically.
• Feeding America: Nationwide nonprofit network addressing hunger and food insecurity. Tangentially related through food-relief services but a much larger, broader incumbent rather than a worker-focused nonprofit.
• The James Beard Foundation: National culinary nonprofit with industry programming, awards, and chef-support initiatives. Comparable chef-anchored brand and F+B industry focus; broader in mission but a natural media/sector partner for Southern Smoke.

Regional players

• Hospitality Action (UK): UK-based charity providing financial assistance, mental health support, and wellbeing resources to hospitality workers. Comparable mission and dual emergency-relief-plus-mental-health model but operating in a different geography than Southern Smoke's US focus.

Emerging players

• Off Their Plate: Nonprofit founded during COVID-19 to feed frontline workers and support restaurant industry employees. Comparable beneficiary population (F+B workers) and emergency relief orientation, but smaller scale and different funding model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCs2H8BZ8JSVvFkR4WoiPmvw
• Facebookfacebook.com/southernsmokefoundation
• LinkedInlinkedin.com/company/southern-smoke-foundation
• Instagraminstagram.com/southernsmokefoundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southern Smoke